Todd McGowan, author and expert in psychoanalysis and capitalism, dives into the enchanting world of commodities and their excess. He critiques how capitalism reveals human desires while overshadowing practicality. The conversation touches on the temptations of consumer culture, ethical dilemmas surrounding products like eggs, and the paradox of organic versus non-organic choices. McGowan also explores the vital role of 'useless excess' in creating enjoyment amidst a frustrating socio-economic landscape, challenging listeners to rethink their consumption.
Capitalism presents itself as aligned with human nature, satisfying our desires for accumulation while simultaneously creating a perpetual sense of lack.
The enchantment of commodity forms lies in their promise of excess, symbolizing not utility but a fantasy of unmet consumer expectations and desires.
Paranoia emerges as a coping strategy in capitalism, misdirecting frustrations towards identifiable groups rather than acknowledging systemic issues that perpetuate economic inequalities.
Deep dives
Capitalism's Dichotomy: Common Sense vs. Reality
Capitalism is often perceived as closely aligning with human nature, fostering the belief that it satisfies our innate desires for accumulation and more. This ideology suggests that capitalism is the most effective economic system because it meets our basic human impulses for greed and excess. However, the argument is made that while capitalism does resonate with common sense, it simultaneously undermines those very instincts by promoting a perpetual sense of lack, leading individuals to chase after an unattainable ideal of fulfillment. This explains why the more we pursue consumption, the further away we seem to drift from actual satisfaction.
The Commodity Form: Surplus Labor and Profit
The concept of the commodity form is analyzed as a crucial aspect of capitalism, where the surplus labor embedded in goods produces profit that seems almost magical. For Marx, this profit is actualized through unpaid labor, with necessary labor sustaining production while surplus labor generates profit, creating a cycle where workers remain unrecognized for their contributions. The enigmatic appeal of commodities lies not in their utility but in their allure of providing 'more than we put in,' thus masking the underlying exploitation. This surplus generates a fantasy of completeness that perpetuates consumer desires while obfuscating the actual production processes.
Seduction of Commodities: A Promise of Excess
Commodities entice consumers by portraying a promise of excess, which is inherently tied to their lack of utility. When individuals purchase items, they are often drawn to the excess features that have little practical value, as most profitable products tend to be those least tied to actual necessity—like snacks or sugary drinks. The act of consumption becomes a symbolic pursuit of non-existent fulfillment, further entrenching us in a cycle of desire and dissatisfaction. This phenomenon illustrates the seduction of commodities as they symbolize not just objects but the tantalizing fantasy of more, which ultimately remains out of reach.
Paranoia and Capitalism's Structural Failures
Paranoia is presented as a modern response to the invisible authorities within capitalism that perpetuate power imbalances and economic injustice. Instead of recognizing systemic flaws, individuals often attribute their frustrations to identifiable groups or individuals, thereby misdirecting their grievances. This form of paranoia acts as a coping mechanism, offering scapegoats for reasons why the ideal of pure excess remains elusive. Capitalism thus creates fertile ground for populism and authoritarianism, as people's search for accountability inevitably becomes a quest for a leader who claims to resolve these perceived threats.
Ethical Consumerism: A Disavowal of Structural Responsibility
The emergence of commodities marketed as ethical alternatives, such as cage-free eggs, reflects a complex interplay between consumer guilt and structural exploitation. While these products create an illusion of responsibility, they often lead consumers to disavow their own complicity in broader systemic issues. The belief that one can consume ethically allows individuals to feel absolved of guilt while maintaining the status quo, which ultimately ignores the deeper implications of commodification. This cycle promotes a sense of moral superiority while reinforcing the very structures of exploitation that consumers seek to escape.
Alright, welcome back to Žižek and So On this time we’re talking again with old mate Todd McGowan. This was recorded on Valentines Day 2025 and Tim was busy shopping for eggs.
We’re diving into Todd’s new book Pure Excess: Capitalism and the Commodity to talk inutility and the promise of pure excess in the commodity form. Why can’t we have McDonalds at home? What is capitalism’s magic trick, and where are the dead birds?
Up next we’ve got an episode dedicated solely to Todd’s book staging a series of examples to explore the theoretical underpinnings of the book.
